Abstract: Should marketers be responsible for the way their products are used by consumers? This is the main content of this article. To some extent, it’s true, but we should analyze a thing in a comprehensive way, so this paper analyzes this topic in multiple angles (marketers, consumers, government) by using the main example— alcohol advertising which targets the young .
Introduction: When it comes to alcohol advertising which targets the young, it is very important to analyze such a subject to identify the responsibilities of each party and identify some possible solutions to preserve the health of consumers and keep good image of the corporate. The following development analyzes the ...view middle of the document...
（From Wikipedia, the free encyclopedia, accessed 3rd Jan, 2015）
Analysis: When it comes to the corporate social responsibility, proponents argue that corporations increase long term profits by operating with a corporate social responsibility perspective, while critics argue that corporate social responsibility distracts from business' economic role. Overall, the discourse on the role of businesses in society has been extensive in recent decades, and proponents as well as opponents of corporate social responsibility can agree at least that a new, challenging notion of corporate social responsibility that is concerned with ‘built-in’ triple bottom line management rather than ‘bolt-on’ corporate philanthropy has become increasingly popular - for the (neo-liberal) opponents of corporate social responsibility this is being done to a threatening degree. (Reinhard Steurer, R. (2010), The Role of Governments in Corporate Social Responsibility: Characterizing Public Policies on CSR in Europe; in: Policy Sciences, 43/1, 49-72; From Wikipedia, the free encyclopedia, accessed 3rd Jan, 2015 )
Marketing techniques include choosing target markets through market analysis and market segmentation, as well as understanding consumer behavior and advertising a product's value to the customer. When it comes to the alcohol advertising, that is to say that marketing is all about creating beliefs to drive buying. And generally, consumers purchasing decisions are caused by different messages that appear on the labels or advertisements designed by marketers. It is also in this context that can be justified majority of alcohol advertisements that target youth.
As seen from above, alcohol advertising is an important factor related to alcohol consumption among youth. Research has now established that alcohol advertisements target youth result in increased alcohol consumption, and add to morbidity and mortality. According to the Center on Alcohol Marketing and Youth at Georgetown University for example, alcohol companies spend more than $2 billion very year on advertising in the United States. And there are more than 2 million television ads and 20,000 magazine ads for alcoholic products. This heavy advertising effort leads to significant youth exposure. (American Academy of Family Physicians (2012), Alcohol advertising.)
Although the alcohol industry maintains that its advertising aims only to increase market share and not to encourage underage persons to drink, to some extent, alcohol advertisements have also contributed to alcohol problems with youth.
Given all those analysis, marketers should be responsible of the way youth are using their products, because marketers are intentionally targeting their message to youth. Marketers are quite well informed that their action drives consumers’ decision. Marketing is a power tool to change people’s behavior and trends. It has a considerable effect on the psychology of individuals. That’s why...